Krispr replaces “K Group”, the conflict offering that Edelman used to contend for the $4m account, because of existing relationships with Kellogg competitors such as Quaker Oats.

The new shop is headed by Edelman Chicago GM and deputy EVP Kathy Krenger, a former director of marketing at Kellogg. It is located in both Chicago and Battle Creek, Michigan, where the cereal giant’s HQ is situated.

Edelman representatives declined to comment on whether Krispr would service Kellogg alone, or attempt to develop other accounts. Likewise, no comment was forthcoming on Krispr’s staffing plans.

The issue of client conflict has dogged the Kellogg’s pitch, forcing initial winner Weber Shandwick to dramatically resign the account. After selecting Edelman two months later, Kellogg communications director Brand Ruff said that K Group would “provide a unique solution for our brands…dedicated exclusively to Kellogg.”